Sponsor (Jan-June 1953)

BAB handles over 300 requests for aid from agencies monthly, is expanding its services M he Broadcast Advertising Bureau provides a lengthy and constantly expanding list of services for advertising agencies. This facet of BAB's service was strictly "on paper" until about 18 months ago when BAB began developing the agency field. Now, BAB is handling well over 100 written requests from agencies each month and probably double that number of phone requests, mostly from New York and Chicago agencies. These are the requests that come directly to BAB. Of the more than 450 service requests from BAB members handled by radio's sales promotion organization in February, more than a quarter were being relayed from agencies spread from Salt Lake City to Baltimore. BAB has attempted to set up its service on an "anything-you-ask-for, we'lltry-to-get-you" basis and thus it is difficult to give specific examples. Most of the agency requests for information fall in four areas: Radio audience: While BAB provides no individual market or per broadcast ratings, agencies are using the wider-scope data developed by BAB more and more. Heaviest requests for information are in the cumulative audience field (on which BAB has released three reports and is readying four more) ; the extra-set field; county-by-county radio families; the nighttime audience in TV cities field; the "listeners-on-wheels" field; and the field of long-term trends in audience and cost per 1.000. Sales effectiveness: The publication of "Count Your Customers" and "Sears Counts Its Customers" focused attention on BAB as a source of saleseffectiveness data. These two reports plus three others BAB will release in the next three months in the grocerv WILLIAM B. RYAN, PRESIDENT OF BAB retailing, department store, and packaged grocery products fields have awakened more interest among agencies than any other phase of BAB activity. General information: One of the most popular (with agencies) services BAB has developed are the product information sheets. These are a one(Please turn to page 92) BMI stimulates better programing through clinics, will clear any music title for agencies on request /Hi. lthough primarily aimed at the broadcaster and his staff. BMI services indirectly benefit the agency and his client, particularly through its aids to better programing. Since programing has been called the "powerhouse" of the station, BMI has developed its Program Clinic series to the point where it appears mandatory that they be repeated each year, in one format or another. I. This year BMI has joined forces with Broadcast Advertising Bureau for a two-day conference. Programing js to be the theme one day, and sales the next. Each organization will have its own agenda, but the single date and meeting place will be helpful in saving time and money for the broadcaster. Forty-three such Clinics have been set in the United States beginning 25 May and ending early in July. As with all its other services, no charge is made by BMI for the Clinic, and agency men are w7elcome at any of the Program Clinics. On many occasions, agency men and women have been on the agenda as guest speakers. 2. A comparatively new adjunct to the BMI services is the "Television Sketchbook" which includes 85 leading advertising agencies on its mailing list. This is a regular monthly service containing timely and practical working scripts for the presentation of songs in dramatic, comic, or pictorial fashion. Latest song hits as well as standard favorites are developed into photogenic sketches which can be used effectivelv in many ways. Since the agency knows that any BMI-licensed station does not need further or special permission to use any of its songs for straight TV purposes, his clearance is always assured. The BMI Index Department, however, clears any title as to its ownership, whether it be BMI or any other copyright owner or performing rights organization. This service is used by agencies, producers, and others as well as stations. 3. BMI also makes available a Categorical Index for setting musical scenes and selecting appropriate music for countless script situations; also "Recorded Bridges, Moods, and Interludes," a classified and cross-indexed reference book, helpful where descripiPlea.se turn to page 98) CARL HAVERLIN, PRESIDENT OF BMI 20 APRIL 1953 31